As American Standard’s Jim McHale explains, more than 2,000 children in developing areas die every day from poor sanitation problems. Many people in poor regions use pit latrines, which enable flies to easily spread disease. American Standard examined why people were using unsealed latrines and designed a new product that worked with current user behavior while keeping the product cost to about a dollar. “Product development works when the people involved are treated and listened to as customers, not beneficiaries,” McHale says.